There has been a lot of talks about promotions, search engine optimization, social media optimization and a lot more things which are related to the growth of a brand online.
Before a few years, Search Engine Optimization was considered as a big step towards making a business popular, then came social media optimization which gave close competition to the results as compared to search engine optimization and as a result, social media took over search engine optimization in no time.
All the internet marketing experts have been focusing on the social part more than the search engines. The trend has kept on increasing in last few years. Let’s have a look at the reasons responsible for the rapid growth of social media as compared to search engines.
- Social Media keeps the fans connected. If someone once visits the profile of a brand, there are very high chances that he would connect with the brand which gives him lifetime access to see updates on his timeline free of cost.
- Social media keeps the discussion going. Brands can run any kind of contest, ask the feedback from their customers or some other kind of activity which can keep them connected with other customers of the same brand.
- As compared to search engine optimization, social media gives better and targeted results based on the profile information of the users signed up for that social network.
- Social Media is way too cheaper compared to search engine optimization. Average cost of reaching out to 1000 potential customers via search is around 12$, however, the same costs an average of 2$ on social media.
These were some of the basic differences between the 2 very popular ways of internet marketing. The same differences have led to a great growth of social media.
When there is anything about social media, Facebook always remains on the top and there are hell lot of reasons to prove the same. Facebook has been a pioneer in social media domain and with over 1 billion active users, it seems impossible for any other social network to get to the top position in the near future.
Once Facebook started doing well on the internet, there came a new feature, Facebook pages for businesses.
This was a pretty cool thing for that time, somewhere back in 2006, when many businesses did not even have their websites, forget about the social profiles. That move from Facebook changed the whole way of how the brands used to connect with their fans.
However, as the database of Facebook users and the brands kept on increasing, Facebook made it a way to earn more money from the official pages (which might be right on facebooks’ point, but it proved drastically bad for the brands).
In 2012, according to observations, the average reach of a post on a Facebook page (Average reach is the percent of fans who see a particular post, in case, if the reach is 10%, then 10 people will see a post of page if the total number of fans is 100) was around 32%, which kept on lowering when it reached to 16% in 2013 and the latest update in 2014 made it 2 to 6%.
That came as a setback to millions of the page owners. According to the latest algorithm by Facebook for fan pages, if a page has a million likes, then only 10,000 people will see any of the post shared on it, unless the brand pays Facebook to reach out to more fans.
This image clearly explains the issue I mentioned above. In order to reach out to more fans, the brands need to spend a certain amount of money for every single post.
The amount varies in multiples of 5$ and depends on the number of people you want to reach out to with that particular post. You can even target Facebook users who are not currently connected to your page.
For big companies, this might be fine, but for those who were having Facebook as a great source of their earning, like the music bands, dance teachers and many more people who were dependent on their Fan page to show their talent to the general public.
This move is nothing but enough to prove that Facebook is targeting money on the expanse of its’ user experience. Increase in the number of advertisement is one of the main reasons why over 100 million teenagers have left Facebook in last 3 years to join other social networking platform and instant messaging applications. WhatsApp is one of those examples.
If the facts are to be believed, then the craze of Facebook is declining with the time among teenagers and people in their 20s. The privacy is one more concern which is allowing users to leave Facebook forever and switch to more interesting platforms like tumblr, twitter and snapchat. Look at the image below to have an idea
In a recent survey in United States, it was revealed that 61% of the teenagers use tumblr on an average and only 52% of those teenagers have an account on Facebook, which makes it so damn easy to understand the declined craze for Facebook in last few years. Have a look at the image for more clear and targeted information
However, Facebook still remains as one of the most preferred online platform to advertise on. The reason is pretty simple, The database of over a billion users with details like their demographics, age, interests and workplace. All these factors have been used by Facebook quiet nicely in last few years to make money.
In a good bye letter before a week, one of the top restaurant chains in united states mentioned about the popularity of their fan page which kept on declining until they decided to stop paying Facebook and look for any other better solution. That was a story which came in front of the world, same way, there are thousands of other brands who have either moved or moving away from Facebook in near future.
Let me know your thoughts on this in the comments section.